Kanetga Single Sign On
Kantega SSO develops solutions for secure and user-friendly login. By strategically and holistically working on designing a new brand and user experience, both the process and the final result helped enhance the team's understanding of and appreciation for a design- and user-oriented approach that led to significant benefits for Kantega SSO.
About the project
Background
Kantega SSO develops secure and user-friendly login solutions used by companies worldwide. Their clientele ranges from large banks and automotive manufacturers to police and security agencies, as well as small startups.
Scope
Strategically and holistically design a new brand and user experience. This includes mapping the current customer journey (AS IS) and defining the desired state (TO BE). Based on insights, develop a concept, brand guidelines, define a value proposition, benefits, and establish guidelines for promotional videos.
Target audience
Kantega Single Sign-on product team
Kantega Single Sign-on partners
Administrators
Users of Single Sign-on in the Atlassian Marketplace
Goal
To become the preferred provider of SSO and access control in the Atlassian Marketplace and achieve DC approval.
Key Activities in branding for Kantega Single Sign-on (KSSO)
The branding strategy for Kantega Single Sign-on (KSSO) focused on establishing a clear, competitive position in the market. Key activities involved refining messaging, addressing diverse user needs, and highlighting KSSO's unique features to differentiate it from competitors.
Here's an overview of the key branding activities that drove this transformation:
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Diverse Audience: Balancing messaging for end-users, system admins, and partners, each with unique needs.
Market Differentiation: Communicating KSSO’s unique features without Data Center verification, affecting credibility.
Competitive Pressure: Standing out in a rapidly changing market with new product launches.
Feature vs. Value Focus: Shifting from a feature-driven to a value-driven brand narrative.
Inconsistent User Experience: Tailoring the brand to deliver a seamless experience for all user types.
Scaling the Brand: Maintaining consistent branding while adapting to growth.
Internal Alignment: Moving the team from a technical focus to a user-centered approach.
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Conducted thorough research to understand the competitive landscape and the needs of different user types, including end-users, system administrators, and partners.
Mapped out the customer journey to identify pain points and areas for improvement in user experience.
Create a cohesive customer journey and develop a holistic brand experience.
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Developed a clear brand strategy that encapsulated KSSO’s unique value proposition and differentiators in the market.
Created a comprehensive visual identity that aligned with the brand's mission and resonated with the target audience throughout the customer journey.
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Established guidelines for communication and design to ensure consistency across all platforms and materials.
Defined key messaging and tone of voice that would resonate with the target audience and reflect the brand’s personality.
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Branding
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Webdesign
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Art direction
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Storytelling
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Illustrations
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Logo
Brand guidelines
My role as lead designer
As the lead designer, my responsibility was to guide the process and demonstrate the value of a design- and user-centered approach. As a concept developer, I defined guidelines and was in charge of creating the visual profile. Together with the team, we analyzed each step of the customer journey, mapped user types, and identified their needs. We studied language and expressions across all channels to understand how KSSO . The process culminated in a completely new product and brand strategy, experience principles, visual identity, product descriptions, and a promotional video created by Helmet Films & Visual Effects.
“In 2019, Natale assisted the company in developing a new brand profile. She led process to identify the users we sell to, exploring when and how they interact with Kantega SSO throughout their customer journeys. Natale systematically built a new brand profile that supports the company’s value proposition, employee engagement and uniqueness.
The new profile was realized in promotional video, sales posters, the product user interface, customer support- and communications.
This work has yielded significant benefits for Kantega SSO. We have anchored our value proposition, goals, and identity among all employees, ensuring that customers experience a cohesive customer journey and a professional profile across all touchpoints. As a result, we have seen a noticeable increase in web traffic and direct sales.”
- Jon Espen Ingvaldsen, managing director in KSSO.